LION launches “not-so-sweet” cider campaign

LION-owned Toohey’s 5 seeds cider has released a new “not-so-sweet” Valentine’s Day themed campaign.

Featuring the two central “delivery girl” characters from 5 Seed’s earlier advertising in January this year, the new campaign aims to appeal to those who enjoy drinking “not-so-sweet” cider.

The detailed campaign initially featured an advertisement running in Australian newspaper’s classified section promoting “hot bearded twins looking for love.” Readers could then visit the website on the advertisement that directs them to a video of the bearded twins or “not-so-sweet” delivery girl characters looking for love on Valentines Day.

The Valentine’s Day campaign video gives the viewer the chance to choose between four different endings that don’t end “sweetly,” reinforcing 5 Seed’s “not-so-sweet” taste.

Since 5 Seeds was launched in 2009, the Australian cider market has been growing rapidly. AC Nielsen data from late 2012 shows that cider is now the fastest-growing alcoholic beverage segment in Australia.

Technomic’s 2012 Trends in Adult Beverage Report confirms the global popularity of the cider market, increasing in popularity by 31.3 per cent in the US in 2012.